Brand Identity
Racelio Running Event Platform
A flexible identity for a running-event discovery platform, connecting mobile search, campaign storytelling and the physical start line.
01 / At a glance
A quick summary for clients and collaborators.
What this project is about
Racelio is a visual identity and brand-application system for a running-event discovery platform. The platform helps runners find races, compare routes and distances, and move from digital discovery to the physical start line. The case study expands the logo into a coherent system for mobile product surfaces, campaigns, race-day environments, apparel and participant merchandise.
Running brands often default to aggressive speed graphics or elite-athlete language. Racelio needed to communicate movement and progress while remaining useful and welcoming for runners with different paces, goals and event experience.
A rounded lowercase wordmark creates accessibility, while a route-and-arrow symbol inside the custom ‘a’ connects discovery, navigation and forward motion. A warm performance palette, concise prompts and route-based data graphics carry the concept across product, campaign and race-day touchpoints.
Brand strategy and positioning / Custom wordmark and route-arrow symbol / Colour and typography system / Mobile product direction / Campaign and social templates
Visual case study
Selected project work.
Large-format mockups follow the project context. Strategy, system and production details continue below.
Continue to project details ↓
The Launch campaign mockup is a promotional application used to build recognition and communicate the Racelio Running Event Platform message clearly.
The Brand hero mockup is a promotional application used to build recognition and communicate the Racelio Running Event Platform message clearly.
The Standalone symbol view presents the core Racelio Running Event Platform mark and is used as a visual reference for consistent brand application.
The App-icon context view presents the core Racelio Running Event Platform mark and is used as a visual reference for consistent brand application.
The Event-discovery product mockup presents a specific Racelio Running Event Platform touchpoint and is used to demonstrate the identity in a practical real-world context.
The Performance data language mockup is an information-design application used to help the Racelio Running Event Platform audience understand important data quickly.
The Social campaign system mockup is a reusable social-media format for sharing specific Racelio Running Event Platform news, updates or campaign messages.
The Course campaign mockup is a promotional application used to build recognition and communicate the Racelio Running Event Platform message clearly.
The Night-run campaign mockup is a promotional application used to build recognition and communicate the Racelio Running Event Platform message clearly.
The Voice and values mockup presents a specific Racelio Running Event Platform touchpoint and is used to demonstrate the identity in a practical real-world context.
The Poster family mockup is a reusable social-media format for sharing specific Racelio Running Event Platform news, updates or campaign messages.
The Event wayfinding mockup demonstrates how Racelio Running Event Platform guides, informs and creates recognition within a physical space or event.
The Race-day start gate mockup demonstrates how Racelio Running Event Platform guides, informs and creates recognition within a physical space or event.
The Participant race kit mockup shows how Racelio Running Event Platform is applied to apparel used by athletes, staff or supporters.
The Performance apparel mockup shows how Racelio Running Event Platform is applied to apparel used by athletes, staff or supporters.
The Performance cap mockup shows how Racelio Running Event Platform is applied to apparel used by athletes, staff or supporters.
The Apparel details mockup shows how Racelio Running Event Platform is applied to apparel used by athletes, staff or supporters.
The Community merchandise mockup extends Racelio Running Event Platform into a useful branded item for participants, customers or supporters.
02 / Brief
The challenge
Audience
- Recreational runners looking for an accessible next event, from local 5K races to longer destination routes.
- Committed athletes comparing distance, pace, elevation and route information before registering.
- Race organizers, clubs and partners that need a recognizable system across listings, venues and participant materials.
Objectives
- Create a memorable running identity without relying on a generic runner silhouette or speed-stripe cliché.
- Make event discovery feel motivating, clear and credible across mobile, social and physical touchpoints.
- Build a symbol that remains recognizable from a small app icon to a start gate, flag or garment application.
- Balance performance energy with an inclusive tone that welcomes different distances, paces and ambitions.
Constraints
- The mark must remain legible at app-icon size, in one colour, on fabric and against active lifestyle photography.
- Event data such as distance, date, pace and route must stay clear within expressive campaign layouts.
- The system needs enough contrast for dawn, daylight and night-running imagery.
03 / Creative direction
The design response
The identity combines warm endurance-sport imagery with a restrained palette of near-black, olive, cream and signal orange. Rounded typography keeps the platform approachable, while condensed information styles and route graphics introduce timing, navigation and performance. Photography focuses on real movement, changing light and the emotional space before, during and after a run.
The custom ‘a’ contains a continuous route and forward arrow: a compact idea linking race discovery, direction and progress. It becomes the app icon, event marker and recurring graphic device, allowing the wordmark to move naturally between digital product, campaign and race-day environments.
04 / Design system
The visual system
A rounded lowercase wordmark creates a friendly digital presence. The route-arrow ‘a’ separates into a standalone symbol for app icons, wayfinding, medals and small apparel placements.
Near-black and deep olive establish focus and endurance; warm cream provides human contrast; signal orange marks actions, route points and race-critical information.
Rounded display forms support the logo, while a direct grotesk and condensed data style handle headlines, distance, pace, dates and navigation.
Course lines, elevation traces, map points and directional arrows extend the logo concept into layouts without becoming decorative noise.
05 / Applications
What the project delivers
Mobile event platform
An event-discovery interface organizes nearby races, distance options, dates and routes around a clear exploration action.
Campaign system
Landscape and vertical formats combine movement photography, route graphics, performance data and concise calls to action.
Race-day environment
Start gates, directional signage and course flags make the identity visible at scale while supporting distance and navigation information.
Participant kit
Singlets, caps, hoodies, race bibs, bottles and medals carry the system through training, event day and post-race use.
Community merchandise
Tote bags and lifestyle apparel extend Racelio beyond the event itself without losing the performance character.
06 / Production & implementation
Designed to leave the portfolio and enter production
- Maintain master wordmark, symbol and one-colour artwork with minimum-size and clear-space rules.
- Prepare light and dark logo variants for photography, screens, embroidery, heat transfer and large-format output.
- Create a modular event template with editable distance, date, route, sponsor and venue fields.
- Test icon silhouettes, garment placements and wayfinding graphics at their intended physical sizes.
- Export responsive digital assets with legible data hierarchy and contrast-safe calls to action.
Files should use a consistent folder structure, version names, editable masters, linked assets, licensed font notes and export presets. Final public content must pass a permission and privacy check.
07 / Iterations
How I developed the work
- Simplify the route-arrow symbol until it remains distinct inside a small app icon and in single-colour production.
- Balance the custom ‘a’ with the rounded wordmark so the concept is visible without interrupting readability.
- Test the identity over varied running imagery—urban night, track, coast and trail—to establish reliable contrast rules.
- Expand the system from logo applications into information-heavy event listings and physical wayfinding.
08 / Completed deliverables & status
What is documented today
Documented deliverables
- Brand strategy and positioning
- Custom wordmark and route-arrow symbol
- Colour and typography system
- Mobile product direction
- Campaign and social templates
- Race-day wayfinding
Evidence standard
- The platform is recognizable from either the full wordmark or the standalone route-arrow symbol.
- Runners can identify the event, distance and next action quickly in both mobile and environmental formats.
- The identity feels energetic across performance applications while remaining welcoming to non-elite runners.
- Digital, campaign, apparel and race-day outputs appear to belong to one adaptable system.
Current status
A completed visual identity and application system spanning app icon, mobile event discovery, campaign formats, event environments, performance apparel and merchandise. No commercial performance metrics are claimed.
International portfolio relevance
Racelio demonstrates identity design at product scale: a distinctive mark, a practical information system and consistent execution across interface, campaign, environmental and apparel applications. It is particularly relevant to international brand, sports, experience and digital-design teams.
Next step
A future iteration could add verified user testing for event discovery, accessibility checks on the product interface and production specifications from a real race installation. Commercial or participation outcomes should only be added when supported by actual launch evidence.
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